In addition, JustBook, whose U.S. expansion sees it initially target New York, San Francisco, Chicago, Miami and Los Angeles, is rolling out weekend deals, offering its “hotel shopping club members” discounts of up to 50 percent on the best hotel rooms at weekends. That said, it’s still keeping the last-minute model in place, although by broadening its proposition the company is undeniably putting itself up against incumbent hotel booking aggregators/sites, including major players like “Honestly, how often do you need a hotel on the same day?,” says JustBook co-founder and Managing Director Stefan Menden. “It is a huge market, but our customers gave consistently the same feedback: they love our simple UI, they love the curation (especially on the go you don’t want to sort through hundreds of hotels). But many times they want to book in advance.” Menden says the company has carefully added “just a few options”, including advance bookings, and filtering hotels with free WiFi etc., in order to offer more choice. “We kept the same simple 3-step booking process,” he says, emphasising that the company keeps its mobile-DNA, despite also rolling out a desktop Web version of the service. In fact, mobile accounts for 80% of bookings. Another reason for pivoting slightly, says Menden, is that a broader use-case should see usage of the app increase and enable the startup to “acquire customers profitably, more easily”. Get the full story at TechCrunch